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Data Nation 2013

Balancing growth and responsibility

Data Nation 2013

The survey considers Great Britain's attitudes to data collection and use by private and public sector organisations. Our research reveals that people are not confident in the way that companies collect, use, handle and share data, and more should be done to educate internet users on what's happening with their data and why.

Key findings

  • Individuals have never been more in need of privacy, especially 'digital natives' who have grown up in an online world. More than a quarter (27%) of 15 to 34-year-olds are not aware that companies collect data about them and their activities despite these people generating sizeable digital footprints.
  • Businesses are most likely to get maximum benefit from data if every customer interaction is based on the principles of transparency, trust and informed dialogue. People who are confident that companies tell them what data is collected and how it is used are between two and three times more likely also to be confident that companies handle, share and use their data to deliver personal benefits.
  • Regulators can create a better balance for individuals and businesses by adopting a more pragmatic, risk-based approach to privacy while implementing appropriate enforcement. One year on after the implementation of the amended Privacy and Electronic Communications Regulations, over half of Internet users (57%) say they usually ignore notices about cookies or have not even seen them.

Read chapter 1: Awareness falls  >


  • Awareness falls
    The current state of our data nation.
  • Mind the generation gap
    Dissonance between digital trail and data use.
  • More is better
    Increase acceptance with the right context.
  • Regulation, responsibility
    and reform
    Lessons from the cookie law.
  • The outlook
    Transparency and growth in the future of data nation.
  • Appendix
    Full survey questions and results.

Further information

Read the full report   Read the full report
View the executive summary and download the full report.

Key contacts

  • Harvey Lewis
    Analytics Research Director
    Deloitte Insight
    +44 (0)20 7303 6805
  • Peter Gooch
    Director and Privacy
    Practice Leader
    Audit Advisory Services
    +44 (0)20 7303 0972

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